Ketchapp: A Case Study in Mobile Portfolio Management

Ketchapp, a Paris-based mobile publisher, serves as a primary case study for effective portfolio management within the mobile gaming industry. The company’s business model centers on the rapid release of simple, single-mechanic games designed to capitalize on emerging trends and viral potential. By maintaining a vast, diverse portfolio—comprising 50 iOS and 29 Google Play titles as of mid-2015—the publisher leverages aggressive cross-promotion to drive new releases into top-tier chart positions.

The publisher’s strategy relies on a calculated distribution system where cross-promotion impressions are likely throttled based on a game's early performance metrics. Data from early 2015 indicates that out of 16 releases, five achieved Top 10 status on the US iPhone charts, while others saw significantly lower traction, suggesting a deliberate effort to concentrate promotional resources on high-performing titles. Monetization is primarily driven by advertising, utilizing intrusive pop-up interstitials, banner ads, and incentivized video ads, alongside optional in-app purchases to remove advertisements.

This approach demonstrates the efficacy of using a large, interconnected network of apps to create an advertising reach comparable to medium-sized mobile networks. While the company has faced criticism regarding the originality of its titles, its operational framework highlights the power of high-frequency releases, data-driven cross-promotion, and the strategic exploitation of viral trends. By treating its entire catalog as a unified ecosystem, the publisher successfully mitigates the risks associated with individual game performance, ensuring a consistent presence in the competitive mobile marketplace.